Published On: July 27, 2021
What Does Third Wave Coffee Mean?
The Three Waves Of Coffee
Characteristics Of Third Wave Coffee Shops And Brands
What's Happening Now? Is There A Fourth Wave Coming?
Final Notes And Takeaways
Ā
For some people, there are three waves of coffee. Each of these waves, like other historical metaphors, does its best to encapsulate a complicated history of ideas, events, and societal behaviours. And also like other metaphors, itās not perfect in the way it does this.
Yet, āthird wave coffeeā has become an incredibly importantĀ label in the world of coffee today.
Whether youāre using the term to describe a certain type of beverage, a bag of beans, or a whole culture, movement and period of coffee history, itās something worth spending a few moments thinking about (perhaps over a cup of coffee?).
Ā
Each coffee waveĀ is generally seen as an improvement on the last. Broadly, the trend is towards increased respect for the way coffee is produced; a better understanding of the complexity of coffee as a drink; greater demands for ethical sourcing practices; and, genuine consideration of how coffee growing impacts the physical environment.Ā Ā
Amidst all this, it alsoĀ says something about theĀ increasingly activeĀ role that customers play in buying into and supporting all the things that third wave coffee stands for.
Others might use āthird waveā simply as a way to describe coffee products that come with certain attributes (e.g. artisanal, independently procured, freshly roasted coffee) much like the term specialty coffee is used.
Either way,Ā the term has become a way for those in the industry like us ā who source, roast, brew, and serve coffee ā to set ourselves apart from those who did the very same things before us.Ā
Ā
To understand exactly what the third wave is (the one weāre apparently in), looking at the two waves that preceded it helps.Ā
Ā
The first wave is considered by many as a period of exploitation of coffee-producing regions for the profit of large brands like Folgerās (one of Americaās biggest coffee companies of the 20th century). This involved the mass production of beans to be roasted, ground and then sold in supermarkets.
Farmers weren't paid a very good price for their work and the actual quality of the coffee wasnāt as important as producing large volumes for the international market.Ā
For the consumer, there was certainly love for coffee as a beverage, but very little understanding of how complex it is as a drink, and most consumers were content with blended batches of very poor or average quality beans roasted incredibly dark.
Back then, optimal roast dates werenāt a thing either. Coffee companies were happy to serve what we would now consider stale and out-of-date ground coffee, even by todayās supermarket standards where coffee is still sold up to 24 months after itās been roasted.
As you might have guessed, the cost to the environment during this period was huge and many rainforests around the world were cleared to make way for huge coffee farms and factory-style processes to mass produce and harvest coffee beans.Ā
Instant coffee products featured in most home and workplace environmentsĀ
Consumers developed a preference for dark, bitter coffee, often made from blends of different beans fromĀ multiple placesĀ
Farmers weren't paid a very good price for their work, with the exploitation of labourers being common.
Ā
While many specialty coffee drinkers are keen to criticise Starbucks coffee, thereās no denying that their contribution to modern coffee culture has been immense.
Brands like this and the famous Peet's Coffee, who helped increase awareness of coffee as a complex agricultural product, took an already loved beverage and focused on things like origins and roasting styles more, both to differentiate themselves and to educate coffee drinkers.Ā Ā
Itās sometimes hard to tell where marketing ends and a genuine respect for coffee begins, but during this time, brands started to pay attention to the way coffee was processed, how it was sourced and different ways it could be prepared beyond simple instant or filter coffee methods.Ā
The actual coffee shop space, or cafe, became more important too, with consumers becoming passionate about spending time physically inside of their favourite shops.Ā
Functioning as a kind of third space between work and home, places like Starbucks became the default location for many people to meet friends, study, read or just have a moment with their coffee.Ā
A growing understanding of coffee as a complex product that must be treated with care in order to unleash its best attributesĀ
Increased attention paid to the welfare of coffee farmers
Usage of a coffee beanās place of origin as a key selling point or āexoticā factor
Preference for flavoured coffee drinks and sugar-rich coffee variations like frappes, as well as fairly bitter dark roasted coffee beans
A focus on a new kind of barista and coffee culture, with individuals becoming passionate about the brewing processĀ
The actual coffee space became more important too, with people becoming passionate about spending time in their favourite coffee shops.
Learn How Different Coffee Roasts Affect FlavourĀ
Ā
Itās hard to define an era when youāre living through it, but the third wave of coffee is considered to be a period where even greater focus is put on things like agricultural practices, production methods, product sourcing, processing, and the impact that coffee growing has on local communities and the environment.
In markets around the world (UK, US, Japan, Germany etc), there's also a gradually deepening culture surrounding coffee as an artisanal ingredient. Roasters, shop owners, baristas and other individuals engaged in the business of coffee now see this aspect of coffee as fundamental.Ā
The story behind the beans has never been more important and many coffee companies are creative in the way they showcase the origins and subtle characteristics of their beans. And if higher prices are now charged for "better" cups of coffee, thereās an assumption that a significant part of this should (in theory) be going to those who grow it.
The roles of the roaster and barista now command a greater amount of respect too, recognised for being vital in teasing out the very best from specialty beans.
Add to this prestigious coffee training qualifications, barista competitions, trade shows and a growing number of coffee influencers and itās obvious that the people who actually make the coffee have now stepped into the limelight.
Greater traceability of coffee and origin transparency with brands focusing on telling the story behind the beans
A move towards lighter roasts and unleashing the subtle notes of coffee beans (orange, honey or berries etc.)
Respect for how complex coffee is as an agricultural product and the dedication it takes to cultivate and process great beans
A demand for environmentally friendly and sustainable coffee
The story behind the beans has never been more important.
Ā
Thereās no rulebook for what a third wave coffee shop is or isnāt, but when characterising the kind of shops and brands that prescribe to this mindset, certain patterns do repeat.
The below are some common traits youāll find among those who call themselves third wave coffee shops, roasters, or other types of coffee businesses.
|
Artisanship |
The act of bringing out the unique characteristics of each bean is important. Everyone involved in this process, from those who grow the beans to those who brew and serve them, pay extra attention to how each stage influences the final quality of the coffee. |
|
Traceability |
Social responsibility is an important principle among coffee brands and many make it a priority to prove exactly where beans have come from (not just the country of origin but the specific farm or estate). The names of farmers or farms will feature on many coffee packets. |
|
A Knowledge Hub |
Many third wave shops see themselves as educators on all things coffee, whether thatās through recommendations on how coffee should be prepared, or explanations of why roast profiles or country of origin has an impact on the notes in the cup. Many business owners (especially of small independent shops) are also actively involved in the roasting and brewing process. |
|
The Coffee Experience |
The process of preparing coffee is at the heart of the third wave coffee shop. Brew bars sit proudly amidst sophisticated pieces of equipment while baristas prepare drinks with well-honed mastery. Branding and marketing tactics aim to pull people in through a perception of quality, craftsmanship, authenticity and care. |
|
High Standards |
The average coffee drinker now knows a great deal about the way coffee is grown, roasted and brewed. No longer content with average affordable coffee, customers of third wave shops are willing to pay moreĀ for better coffee. |
Ā
Some would say that the changes taking place today are so significant it calls for an entirely new wave to capture the mood. And if you were inclined to describe this āfourth waveā it would probably need to accommodate the following important issues facing the coffee world today.Ā
|
Climate Change |
Many issues relating to climate change (drought, rising temperatures etc.) and the welfare of coffee growing regions around the world will become an increasingly important part of the way we all view coffee. Many farms, including those in Colombia that we source from, have been affected by the changing temperatures and weather conditions in recent years, making it harder for coffee to be grown in certain regions. This is a crisis that the average coffee drinker is only now starting to recognise. |
|
Specialty Coffee at Home |
A period of lockdowns and government restrictions has forced many coffee enthusiasts to invest in their own home brewing setups. And combined with more educational content online, tutorials from coffee machine manufacturers and encouragement from barista influencers, weāre now brewing so much more specialty coffee at home than we used to. This is aided by more online coffee sellers and subscription services catering to a strong and growing body of amateur home baristas. |
|
Fluctuating Coffee Prices |
Growing coffee isnāt always profitable. The market price can fluctuate daily ā both up and down. For instance, Colombia has been victim to several changes in the global price of coffee in the past and these market fluctuations have triggered systemic changes in the everyday lives of Colombians, impacting peopleās ability to grow great coffee. While thereās no simple solution to this, we need to recognise that this constant uncertainty threatens the long-term supply of the high-quality specialty coffee we love so much, especially if farmers begin to seek alternative sources of income. |
|
Coffee Meritocracy |
Third wave advocates might emphasise that coffee quality can be proven by certain indicators. And in theory, several seasoned coffee experts should be able to taste a cup and agree that a coffee bean has excellent qualities. However, all this neglects the subjective nature of people's preferences for certain coffee types and notes. As people talk more about what defines quality and the ways to measure it, we may find new ways of defining āgoodā and ābadā. |
|
Greater Welfare Transparency |
The mistake would be to think that āqualityā coffee translates to good welfare practices for coffee farmers, even within the third wave era. As we move forward, we might see a greater understanding about exactly how coffee relates to social justice in places across the globe. |
|
The Rise of the Micro-Lot |
The single origin bean is already king in many circles, however, the greatest prize to some is high-quality beans that come from micro-lots. These crops are known to receive extra attention and therefore will command a greater price as demand for premium and luxury micro-lot coffee grows.Ā |
Ā
Want to Learn Why We Love Colombian Coffee Beans?
Ā
As a final note, we'd recommend that you donāt get too fixated on labels like third wave.
Weāre excited to see so many more people talking about coffee quality, roasting methods, growing practices and the rest, but this shouldnāt take away from your own preferences and love for the drink ā or your ethics and values as a person.Ā Ā
There are several criticisms of third wave coffee as a term worth considering too, which range from the fact that it's too centred on certain Western markets, to the fact that itās largely a myth that all self-proclaimed third wavers are having a positive impact on communities and the environment (the truth is that some are but many are not).Ā
These are very real issues and while we acknowledge them, we also see thatĀ labels like third wave, or specialty coffee, can be used positively to educate new coffee enthusiasts and encourage progress in the coffee industry.Ā
Ā
Ā Learn More About Our Thoughts On Specialty Coffee and Why We Do What We Do
Ā
Sign up to receive exclusive offers, updates and news on our products and services. Join our community of coffee enthusiasts and stay up to date with the latest coffee trends, roasts and brewing techniques.
Journal
VIEW ALL
Last-Minute Gift Ideas for Coffee Lovers
READ MORE
Colombian Christmas Markets in London: Coffee, Culture, and Festive Fun
Get ready to spice up your holiday season with a dash of Colombian flair!Ā
READ MORE
Holiday Gift Guide: Coffee Loversā Edition
The ultimate coffee gift guide is here! Discover the perfect presents for every coffee lover, from tasting kits to subscriptions and everything in between.Ā
READ MORE
5 Reasons Coffee Subscriptions Are the Perfect Gift This Season
This season, give the gift that keeps on giving, a coffee subscription is more than just a bag of beans. Here's why a coffee subscription is the perfect present this holiday season.Ā
READ MORE
Ultimate Black Friday Guide: Coffee Loverās Edition
Read on for everything you need to make Black Friday a hit...
READ MORE
Upgrade your Morning with a Monthly Coffee Subscription
A coffee subscription is more than just a convenienceāit's a way to simplify your daily routine and enhance your coffee experience. By automating your orders, you save time, ensure consistent quality, manage your budget better, and avoid decision fatigue.Ā
READ MORE
Fully-Home Compostable vs. Home Compostable: Whatās the Difference?
84% of households recycle incorrectly. The rules and guidelines may seem confusing, but we're here to take the first step. Today, we're breaking down the confusing world of coffee capsules...
READ MORE
Everything You Know About Cold Brew is Wrong - Hereās Why
You may order a cold brew for its reputation of giving a big kick of energy, you may order it because it's the it-coffee of the moment, but what makes it so different to an Americano? Spoiler alert - everything.
READ MORE
What Makes Specialty Coffee Special?
If youāre an avid coffee drinker, chances are that youāve come across the term specialty coffee at least once in the hunt for that perfect cup of coffee. But what truly makes it so special?
READ MORE
Hario V60 Dripper - Everything You Need to Know
Picture this: It's 2005 and a Japanese glassware-making company called Hario has just introduced a brewer that will revolutionise the coffee scene. Read on and find out all there is to know about the Hario V60 and it's fascinating history.Ā
READ MORE
Pink Bourbon: a Colombian Specialty Coffee Like No Other
Pink Bourbon - Colombian specialty coffee's latest gem? Learn all about this dazzling new varietal, its unique rise to global recognition and what the future holds for it. And don't forget to try our very own Hermanos Pink Bourbon - La Aldea.
READ MORE
It's A Hermanos Christmas
From Christmas Market prep to festive coffee-roasting to the birth of new seasonal characters like Santa Santiago, itās been a rollercoaster of a month - and weāre only halfway through. Come along for a ride through the Christmas rush at Hermanos.
READ MORE
Feliz Navidad - Introducing Hermanos Christmas Coffees
Weāve curated two limited edition coffee beans for you this Christmas -Ā Santa Rita Honey and Finca Las Brisas.Ā Take a deep dive into their backstories and find out why they make the perfect Christmas bean.
READ MORE
Stories from Colombia
From Colombia, with love. Follow along as we take you on a trip through the journeys of four Colombian speciality coffee farmers and their families. FromĀ seemingly insurmountable hardships to deaths within the family, these farmers have seen it all, done it all, and persevered through it all. And now they want to thank you - for the unwavering support you've shown their beans through the years.
READ MORE
Hermanos Coffee Pods
Crafted by Hermanos, compatible withĀ NespressoĀ®. OurĀ sustainable single origin pods are finally here! Available in three of our most loved beans, get ready for your very ownĀ specialty Colombian coffee experience at the push of a button.
READ MORE
All About Yellow Fruits
This coffee will blow your mind - in the best way possible. With inimitable notes of pineapple mango and manuka honey, one sip is all it takes to fall in love. Get ready for Yellow Fruits to whiskĀ you off to a tropical paradise.
READ MORE
How is Decaf Coffee Made?
Can't handle caffeine? That's where decaf comes in! Learn all about popularĀ decaffeination methods used in specialty coffee andĀ which one we prefer to use for ours.
READ MORE
Light Roast vs. Medium Roast - Coffee Roasting Explained
READ MORE
A Coffee Varietal Guide
The 2Ā main species of coffee are arabic and robusta, where arabica is mainly used forĀ specialty coffee. Within the arabica family there are different varietals, similar to different apple types (eg. Fuji, gala, granny smith), each varietal boasts distinct flavours and flourishes in different growing conditions. Let's explore the world of Colombian coffee varietals and its diverse tastes.
READ MORE
The Coffee Supply Chain - How Does It Work?
Whatever your connection is to the world of specialty coffee, weāre all at the mercy of the coffee supply chain. And knowing a little more about how it works (and the threats that it faces) can help you understand just how appreciative we should all be of great coffee when itās available to us.
READ MORE
Colombian Coffee vs. African Coffee: Whatās The Difference?
How does Colombian coffee compare to African coffee? We explore the main differences between the two, including roast, processing, and tasting notes.
READ MORE
Hermanos Colombian Coffee Roasters ā The Brand Refresh
Over the past seven months, weāve been working hard behind the scenes to hone our branding and enhance it to better convey our values and our mission.
READ MORE
Gender Equality In The Colombian Coffee Industry ā An Introduction
The Colombian coffee industry is reliant on the work of women. Yet, women are often not recognised enough for this contribution..
READ MORE
Choosing A Chocolatey Coffee ā Insider Tips
Coffee and chocolate are two of the most popular flavours out there. Weāll talk through the characteristics of chocolatey coffee and what's on offer at Hermanos.
READ MORE
The Colombian Coffee Federation ā What Is It And Why Is It Important?
The Colombian coffee industry has an outstanding global reputation, and for good reason. To maintain this quality and put frameworks in place to protect the coffee growers, the Colombian Coffee Federation was created.
READ MORE
Can Coffee Farmers Stop Climate Change Killing Their Crops?
There are around 25 million smallholder coffee producers in the world and over 125 million people who rely on the sector. What can they do to save their crops?
READ MORE
What Are The Key Differences Between Colombian Coffee And Brazilian Coffee?
How similar is Colombian coffee to Brazilian coffee? Despite both countries being in South America and sitting in the coffee belt, they differ vastly from each other.
READ MORE
Colombian Coffee Facts ā Everything You Need To Know
Weāve summarised 10 of the best Colombian coffee facts, which you can use to find out more about what makes coffee from Colombia so unique.
READ MORE
How Does Climate Change Affect Coffee Production?
While local adaptation and agricultural innovation is helping some to mitigate the effects of climate change, several studies carried out over the last decade predict weāre looking at a drop of up to 50% of total landmass suitable for coffee production by 2050.
READ MORE
Koji Fermented Coffee: Innovation in the Coffee Industry
Weāre invigorated by experimental coffee processing techniques, which is why we're so excited about Koji, our new bean.
READ MORE
What Is Natural Coffee Processing And How Does It Impact Your Coffee?
We dive into the natural processing method, and see how it weighs up against the washed and honey processes.
READ MORE
Our Visit To Colombia: Meeting Coffee Farmers And Discovering New Coffee Beans
Last month we travelled through Colombia. Our aim was to visit as many coffee growers and farms as possible in just a few weeks. Here's what we learnt...
READ MORE
Coffee Freshness - Does Fresh Ground Coffee Taste Better?
Weāll walk you through why coffee freshness is so important, as well as some top tips on how to preserve the freshness of your coffee.
READ MORE
UK Coffee Subscriptions ā Coffee Clubs, Bean Boxes and In-Shop Subscriptions Explained
The UK coffee subscription landscape is incredible. Many of the nationās most established coffee roasters have doubled down on their online subscription models since the pandemic, while a huge number of new and digital-first brands have also entered the market.
READ MORE
Is it Better to Buy Coffee Beans or Ground?
The vast majority of supermarkets and specialty coffee roasters offer both whole beans and pre-ground coffee. But which is the better choice?
READ MORE
Coffee Flavours by Country: How Does Location Affect Flavour?
Factors ranging from climate and altitude to the way local farmers process their beans have an impact on flavour. We explore how coffee origins influence coffee profiles from different countries.
READ MORE
5 Reasons To Visit A Coffee Roastery
A coffee roastery is one of the most exciting places to be if youāre a coffee lover or interested in how the process works. However, there are still misconceptions about what a coffee roastery is and how it relates to the other parts of the global coffee supply chain.
READ MORE
The Beginner's Guide To Different Coffee Types
There are so many different types of coffee out there, from Espresso-based drinks to fancy pour overs like the Chemex and V60. Weāve put together a beginnerās guide to different coffee types to make it easier for you.
READ MORE
What Is A Coffee Roaster? Wholesale, Subscriptions & Coffee Roasting Explained
The majority of coffee shops around the world buy their beans from a wholesale roasting company. But what is a coffee roaster? We explore!
READ MORE
Ground Coffee vs. Instant Coffee: What Are The Main Differences?
If youāre looking to brush up on your coffee knowledge or want to make the change from instant coffee to ground coffee, then youāre in the right place. In this post we explore the many differences between ground coffee and instant coffee, including the type of beans typically used for each, caffeine content, shelf life, taste, and the way these coffees are brewed.
READ MORE
Espresso Explained: What's The Difference Between Espresso And Filter Coffee?
What makes an espresso different to filter coffee? Many factors ranging from the size of the drink, the caffeine content, the taste, and even the aroma all play a part. But most importantly, these coffees differ due to the way they are made.
READ MORE
Coffee Tasting Guide ā Top 10 FAQs Answered
Thereās a strict protocol to follow if you are coffee cupping, but the general act of coffee tasting can take many forms. Hereās our coffee tasting guide for beginners.
READ MORE
Coffee Tasting Terms Explained ā How To Taste Coffee Like A Professional
Whether youāve got a coffee cupping session coming up, or you just want to learn how to appreciate your morning coffee more, itās never a bad idea to brush up on your knowledge of coffee tasting terms.
READ MORE
A Visit from the Producers of El Vergel - What We Learnt
From challenges faced by climate change to why they choose to grow specialty coffee over commodity coffee, hereās what we learnt when we interviewed the Tolima-based producers of our popular El Vergel coffee.
READ MORE
Coffee Traceability: What Is It and Why Does It Matter?
The desire for traceability in the specialty coffee industry is growing, with more interest than ever in where coffee comes from, who grows it, and how it gets from farm to cup.
READ MORE
The Cost of Coffee - Why Are Coffee Prices Rising?
The cost of a simple cup or bag of coffee is connected to so many of the worldās most critical issues, ranging from the climate crisis to the global pandemic. We explore whatās really behind the rise in coffee prices.
READ MORE
Natural? Washed? Honey? Coffee Processing Methods Explained
Although you donāt need to know the difference between natural, washed or honey processed coffees to enjoy them, cafes, roasters and specialty coffee retailers are increasingly using these terms as selling points for their beans.
READ MORE
How Does Altitude Affect Coffee: Colombian Coffee
Coffee beans grown at higher altitudes tend to produce coffees that are more complex, rich and distinct due to the cooler temperatures that extend the growth time of the coffee plant, adding more depth in flavour.
READ MORE
Specialty vs. Commodity Coffee: What's the Difference?
There's never been so much interest in specialty coffee as there is now. A growing number of coffee shops and roasters define themselves by their commitment to specialty coffee, and, in a way, their opposition to 'commodity coffee'.
READ MORE
Coffee Tasting Experiences - What to Expect During Your First Cupping Session
Anyone can taste coffee but 'cupping' refers to the standardised process of evaluating coffees used by the coffee industry. We explore what you need to know before your first tasting (or cupping) experience.
READ MORE
